Abstract:
1. Introduction
In-app advertising has emerged as a crucial tool for businesses aiming to
capture the attention of viewers. Generation Z, a tech-savvy demographic
known for extensive mobile app usage, is characterized by its preference
for seamless digital experiences. However, with the increasing presence of
in-app ads, there is growing proof of avoidance behaviour, making the task
for advertisers increasingly challenging. Thus, this study aims to investigate
the determinants of in-app advertising avoidance behavior among
Generation Z mobile app users in Western Province, Sri Lanka.
2. Research Methodology
Grounded in Reversal Theory, this research adopts a quantitative design
under the deductive approach. A self-administered structured
questionnaire was distributed among Generation Z mobile app users in the
Western Province of Sri Lanka. 310 usable responses were gathered via the
purposive sampling technique. The data were analyzed using regression
analysis, employing SPSS 25 software to examine the impact of privacy,
goal impediment, entertainment and informativeness, personalization, and
utility on ad avoidance.
3. Findings and Discussion
The findings revealed that perceived privacy concerns, goal impediment,
and personalization significantly impact in-app advertising avoidance,
whereas privacy concerns are the most influential. In contrast,
entertainment and informativeness had a negative but significant effect,
suggesting that more engaging and informative ads can reduce avoidance.
Notably, perceived utility did not significantly impact ad avoidance
behavior among Generation Z, suggesting that functional benefits may not
be a driving factor.
4. Conclusion and Implications
The study concludes that privacy, goal impediment, and personalization
are key drivers of in-app advertising avoidance among Generation Z.
Marketers and app developers should focus on creating non-intrusive,
engaging, and relevant advertisements to reduce avoidance, ultimately
leading to improved advertising effectiveness and higher conversion rates.
